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Marketing research

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is the process of planning collecting, and analyzing data relevant to a marketing decision. the results of this analysis are then communicated to management. Marketing research provides decision makers with data on the effectiveness of the current marketing mix and insights for necessary changes.

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what are the 3 functional roles of marketing research?

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descriptive, diagnostic, and predictive

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descriptive

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One of the roles of marketing research is the gathering and presentation of factual statements, which includes reporting consumers' attitudes toward a product.The descriptive role of marketing research includes gathering and presenting factual statements.

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diagnostic

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One of the roles of marketing research is to be diagnostic and to explain what happened.

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predictive

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addresses the "what if" questions

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what is the first step in the marketing research process?

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identify and formulate the problem/opportunity to be studied

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before conducting marketing research to explain and increase or decrease in sales management should do what?

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define the problem to be researched

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once a problem is identified and formulated what is the next step?

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plan the research design

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what is the marketing research problem?

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is information oriented

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management decision problem are

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action oriented

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marketing research objectives

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is to provide insightful decision making information

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secondary data

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Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. Innumerable outside sources of secondary information exist, such as trade and industry associations, business periodicals, and government departments and agencies. To assess the quality of the data, it is important to know when, where, why, and how the data were originally collected.

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Research data

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specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed.

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research design

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specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

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primary data

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Information collected for the first time for the purpose of solving a particular problem under investigation. Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

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piggyback study

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collect data on two different projects using one questionnaire

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survey research

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is the most popular method for gathering primary data

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mall intercept

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allows demonstration of the product, and the others do not. Observation studies and laboratory tests are not types of surveys. Computer technology can be applied by marketing researchers when conducting mall interviews.

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Computer-assisted personal interviewing

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an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer

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Computer-assisted self-interviewing

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following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer

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central-location telephone (CLT) facility

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is a specially designed phone room used to conduct telephone interviewing. telephone interviewers offer speed in gathering data.

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mail surveys

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are the least expensive method of data collection for a sample of this size when a lengthy survey is required. slowest response rate

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mail panel members

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are recruited to be used as a sample several times, and response rates of 70 percent are not uncommon.

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executive interviews

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is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services. require the best interviewers because they are often interviewing on topics about which they know very little. businesspeople are interviewed concerning industrial products or services

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focus group

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is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics

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an open ended question

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a type of interview question that encourages an answer phrased in the respondents own words

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scaled response question

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question is a closed ended question designed to measure the intensity of a respondent's answer

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dichotomous

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are questions that can be answered with a yes or no

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ethnographic research

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is the study of human behavior in its natural context, involving observation of behavior and physical setting.

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experiment

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is characterized by the researcher altering one or more variables—such as price or package design-- while observing the effects of those alterations on another variable—such as total sales. the use of experiments is a technique for gathering primary data. An experiment is characterized by the researcher changing one or more variables while observing the effects of those changes on another variable. The best ones hold all factors constant except those factors being manipulated.

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what is the first question to be answered before a sampling plan is selected

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c. What is the population or universe of interest?

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probability sample

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is characterized by every element in the population having a known statistical likelihood of being selected. a radon sample is an example of this

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non probability

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is any sample in which little or no attempt is made to obtain a representative cross section of the population

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convenience sample

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uses respondents who are readily accessible

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measurement error

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when there is a difference between the information desired by the researcher and the information provided by the measurement process

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sampling error

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when a sample somehow does not represent the target population

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non response error

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happens because the original people selected to be interviewed either refused to cooperate or were inaccessible. , which is created when the sample actually interviewed differs from the sample drawn.

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frame error

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arises if the sample drawn from a population differs from the target population. This could happen if a telephone directory is used as the list from which the respondents are selected, as not all of the target population studied may have a phone, and many phone numbers are unlisted.

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random error

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occurs because the selected sample is an imperfect representation of the overall population. occurs when the results of two surveys conducted in the same manner differ.

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field service firm

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specializes in interviewing respondents on a subcontracted basis. It may also provide focus group facilities, mall intercept locations, test product storage, and kitchen facilities to prepare test food products.

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one way frequency counts

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provides the simplest technique for organizing and analyzing data

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cross tabulation

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lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

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what is the last step of the marketing research process

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follow up

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moderator's role in online focus groups

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to provide a URL reference or control what is shown in the stimulus area

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web community

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A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation

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scanner-based research system

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gathers its information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy. This creates a huge database of marketing efforts and resultant consumer behavior.

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behaviorscan

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SymphonyIRI panel members shop with an ID card, which is presented at checkout in scanner-equipped grocery and drugstores, thus allowing SymphonyIRI to electronically track each household's purchasing over tim

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info scan

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is a scanner-based sales-tracking service for the consumer packaged-goods industry. It tracks retail sales, consumer purchasing information, and promotional activity for all bar-coded products.

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what is a product

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a tangible good, a service, an idea, or any combination of these three

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business products

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are purchased for (1) use in the production of other goods or services, (2) use in an organization's operations, or (3) resale to other customers.

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what is the consumer product classification system based on

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the amount of effort consumers spend to acquire the product

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heterogeneous shopping products

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are essentially different, and consumers often have trouble comparing them

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convenience products

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are purchased with little shopping effort. these products are purchased regularly, usually with little planning, and require wide distribution. relatively inexpensive and probably bought on an impulse at a grocery - store checkout lane

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what does the convenience product marketing strategy include?

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wide distribution of the product

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shopping products

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usually more expensive than convenience products and are found in fewer stores. requires comparison shopping

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two types of shopping products

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heterogeneous and homogeneous

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specialty products

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products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited in only a few stores in the geographic area

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product item

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is a specific version of a product that can be designated as a distinct offering among an organization's products.

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advertising economies

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is considered an advantage because purchasers usually expect and believe that all products in a line are about equal in quality.

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product line group

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is a group of closely related products offered by the organization that basically perform the same tasks and provide the same benefits.

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product mix

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An organization's product mix includes all of the products that it sells. ipad, iphone, iwatch,

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product mix width

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the number of different product lines an organization offers for sale. p&G offers home and beauty products, also pet, drugs, and appliances

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product line depth

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is the number of product items in a product line. grass: green gas, brown grass. or tide: detergent, tide to go

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what is a symptom of product line overextension

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manufacturing or marketing resources are disproportionately allocated to slow-moving products

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planned obsolescence

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Planned obsolescence is the practice of modifying products so that those that have already been sold become obsolete before they actually need replacement, and style modifications are commonly used to motivate customers to replace products before they are worn out.

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repositioning

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a firms attempt to change customer perceptions of a product

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product line extension

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Adding additional products to an existing product line in order to compete more broadly in the industry

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product

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is everything, both favorable and unfavorable, that a person receives in an exchange. it is the starting point in creating a marketing mix because the determination of the price, promos, etc cannot begin until the product has been specified

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private brand

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is one owned by the wholesaler or retailer.

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captive brand

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carries no evidence of a retailer's affiliation, is manufactured by third party, and is sold exclusively at the retailer

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individual branding

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allows for development of a unique brand image to distinguish the different products.

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family branding

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marketing several different products under the same brand name

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co branding

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entails placing two or more brand names on a product or its package

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cooperative branding

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When two brands receive equal treatment, borrowing from each other's brand equity

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complementary branding

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products are advertised or marketed together to suggest usage.

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functions of packaging

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are containment and protection, promotion, the facilitation of recycling, and the reduction of environmental damage. two types of labeling used is informational and persuasive

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persuasive

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new, improved, super on labels

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informational labeling

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Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

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bar codes

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can be read by optical scanners

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UPCs cannot

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provide the detailed nutritional information required by the FDA

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international packaging

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careful with climate considerations

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why aren't new product important to a company

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immediate profits

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discontinuous innovations

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new - to - world products, where the product category itself is new

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what is considered a new product?

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a new product line, a new to the world product, an addition/improvement/revision of an existing product

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addition to existing product line

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a new product that supplemented, but did not replace a firm's established line

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new product line

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products that a firm has not previously offered

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Repositioning

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occurs when an existing product is targeted towards new market segments

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new product strategy

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links the new-product development process with the objectives of the marketing department, the business unit, and the corporation.

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what is the first stage of the new product process?

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establishing the new product strategy

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what is least likely to be a source for new product ideas?

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the financial lenders

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new product ideas

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New-product ideas come from many sources, including customers, employees, distributors, competitors, research and development (R&D), consultants, and other experts.

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product development

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The process of converting applications for new technologies into marketable products

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Brainstorming

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is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas.

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idea screening

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most new product ideas are rejected at this stage

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concept tests

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a. eliminate undesirable ideas and predict consumer acceptance before any prototype has been created

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business analysis

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preliminary demand, cost, sales, and profitability estimates are made.

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development stage

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the technical feasibility of manufacturing the new product is examined as a prototype is produced.

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simultaneous product development

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A team-oriented approach to new-product development

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test marketing

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is a limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.

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simulated (laboratory) market test

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typically entails showing members of the product's target market advertising and other promotional materials for several products, including the test product. These people are then taken to a mock or real store, where their purchases are recorded.

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commercialization

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the new-product development process, production starts, inventories are built up, the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin.

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innovation

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A product that is perceived as new by a potential adopter, whether the product is "new to the world" or simply new to the individual,

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early adopter

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are not the very first, they do adopt early in the product's life cycle. MORE LIKELY TO become opinion leaders

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laggards

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have the longest adoption time and the lowest socioexonomic satus

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late majority

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skeptics adopt a product because most of their friends have already done so, and their adoption is usually the result of pressure to conform because they rely on group norms.

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early majority

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will collect more information and evaluate more brands than do early adopters. they rely on friends opinions

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relative advantage

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The product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes

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introductory stafe

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the full scale launch of a new product

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growth stage

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healthy profits usually begin to appear

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maturity stage

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sales tend to increase at a decreasing rate.normally the longest stage and marginal compeitors start dropping out of the market

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